The ad was met by a huge backlash among users, with Rihanna responding by slamming the app via her Instagram story. She accused the service of “[spending] money to animate something that would intentionally bring shame to domestic violence victims.”

Snapchat then issued an apology, saying that the advert “is disgusting and never should have appeared on our service”.

Now, CNN has pointed out that the controversy has led to a 6 percent dip in the company’s stock – wiping off around $800 million from its market value (as of Friday, March 16).